Photograph by: Bruno Schlumberger
, The Ottawa Citizen

Two entrepreneurs have plans to create a national retail chain, starting with an out-let that will open next month in west-end Ottawa, that they hope will become the Walmart of the green product world.

Called terra20, the store will stock everything from environ-mentally friendly cleaning products and kitchen supplies to clothing, makeup, even light fixtures.

"From an adoption standpoint, people want to touch, feel, read and experience," said Bill Stew-art, president of terra20. "We are trying to bring all of these great products into a single retail mod-el."

Until now, consumers looking for "green" or environmentally sensitive products have needed to go to numerous specialty stores, depending on what they are looking for. Stewart said the idea with terra20 is to bring it all under one roof and offer a 20,000-square-foot green-retailing experience.

"No one is doing anything like this," said Stewart, who has more than 20 years of experience in the retail industry. "We've built this not to just be one location. It's been built to be a national player."

The first terra20 store will open on Sept. 15 in the Pinecrest Shopping Centre, in space once occupied by Ikea before it moved to a large new store last year. A second store is being planned for Toronto, with a possible launch next year.

The catalyst for terra20 came from Stewart's business partner, Steve Kaminski, owner of the Colonnade Group of Companies that includes development, property management and in-vestment divisions.

Kaminski wanted to use environmentally sensitive building materials in a new home he was having constructed, but found sourcing the materials was far too difficult.

"I realized how much time I had to spend to figure it all out. I just didn't have the time. No one made it easy," he recalls. "I thought, 'Why isn't it easier to buy healthier products? It should be a lot easier than it is.' "

The pair started talking to companies making green and locally sourced items and realized that hundreds of green businesses exist that would love to have an outlet where they can present their goods to consumers and make it easier for people to find ecologically sensitive products.

When it opens, terra20 will stock more than 12,000 products from 400 brands. Twenty people will work on the sales side, and an additional 10 in administration and product procurement. Part of the retailer's agreements with suppliers is that the firms must also make themselves avail-able to consumers to explain why their items are better than other mass-produced but less ecologic-ally sensitive items.

The store's crowning jewel will be an "eco bar" that will offer eco-friendly cleaning supplies. The products will be dispensed into containers that shoppers bring themselves, further cutting back on packaging and waste.

And the inspiration for the terra20 name? According to the store's literature: "In this new millennium, as the world's population soars, it's up to us to explore a more sustainable, Earth-friendly lifestyle. The year 20-something will be the year we get it right."

Kaminski admits that the whole concept is a "huge risk," but no more so than when Home Depot opened its first store stocking all manner of renovation products or when Toys 'R' Us opened its first outlet focusing solely on toys and games.

According to Lifestyles of Health and Sustainability (LOHAS), a website dedicated to tracking the market for green and sustainable products, the market for goods and services focused on health, the environment, social justice and sustainable living is worth $290 billion U.S. annually.

The market for goods to promote personal health, such as natural organic products and dietary supplements, is valued at $117 billion U.S. alone.

Between 13 and 19 per cent of all Americans are already consumers of green products, and the number is growing rapidly. Comparable Canadian statistics were not available.

Barry Nabatian, director of the market research division for ShoreTanner & Associates, believes consumer interest in green and eco-friendly products is poised to hit a watershed moment. He believes the time is right for a store like terra20.

"I think they will do well here," said Nabatian, pointing to the success of Canadian fashion brand Lululemon. The company makes much of its product line in Canada from sustainable materials. It uses its eco-friendly image to charge premium prices for its products, and consumers are eager to buy the clothing.

"They spend the money," said Nabatian.

Terra20's Stewart said the goal of the store is not to charge a premium on its products. Instead, it wants to give consumers an easy and cost-effective way to switch to more eco-friendly products.

"There shouldn't have to be a compromise," said Stewart. "Until now there hasn't been a singular eco-friendly department store. Terra20 fills that gap."

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